In November 2014, I participated in the Hooked On Customers Summit, a webinar series hosted by Bob Thompson of CustomerThink. I joined Bob, along with Jeanne Bliss, in the first webinar to discuss Creating Actionable Insight from a Customer Listening Engine. Jeanne talked about the role of the Chief Customer Officer, while I ran through my Six Steps to Turn VoC into Action.
One of the questions posed by Bob during the webinar was: “How can managers avoid the metric becoming a goal rather than an indicator?” This is a great question and one that needs to be addressed early and often in any customer experience management effort. All too often, we see companies chasing the metric, whichever one they choose, and trying to figure out how to move the number rather than appreciating it for what it is – a number. A number that gives you a moment in time read on how you’re performing – and that’s it. It doesn’t tell you what you’ve done right or wrong, and it doesn’t tell you how to move the number.
Anaheim Angels first baseman Albert Pujols was quoted as saying: I don’t get caught up in numbers. I think when you start doing that, you start disrespecting the game. You start forgetting what your main focus is, and that’s winning and helping your ball club to win.
Amen to that! When we get caught up in the metric, when we place our focus solely on the metric, we lose sight of what it is that we’re really trying to do: improve the customer experience. When we focus on the metric, we try to tinker with things here and there just to see what moves the needle and don’t think about the big picture.
Sure, the metric can help to rally the troops – but that’s only if it’s presented in the right context. It’s not the right context if you…
- mention the score without even talking about the customer and the customer experience
- game surveys just to get a score
- threaten disciplinary actions or lost compensation if an employee doesn’t achieve a score
- Talk about customers – and what your customers are saying
- Make the metric the last thing you talk about – or don’t talk about it at all
- Share what’s important to customers
- Tell stories about customer successes and customer experiences
- Focus on behaviors and what it takes to improve the experience
- Share customer feedback and verbatims
- Act on the feedback
- Coach and praise based on feedback and the experience the customer had
- Focus on business outcomes
- Ensure that employees have a clear line of sight to the customer
- And give them a clear understanding of how they contribute to the customer experience
I think Simon Sinek said it best when he said: Focus on the vision and the numbers will thrive. Focus on the numbers and the vision will struggle (and so will the numbers).